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German Club Bayern Munich Signs Goodyear To Its First Global Deal With U.S. Company

Published in SportsBusiness Daily on 11 / 25 / 15

Bundesliga club Bayern Munich on Wednesday announced a multiyear partnership with Goodyear, giving the team its first global partnership with a major U.S. company. The agreement, which will take effect on Jan. 1, will provide Goodyear with perimeter advertising at the club's Bundesliga home games an...

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Tags: Marketing and Sponsorship, Goodyear

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FIFA, Adidas Extend Sponsorship Deal

FIFA and adidas today formally announced an extension of their long-term sponsorship deal that gives the apparel maker official partner, supplier and licensee rights for the World Cup and all FIFA events through '30. adidas also will continue to supply the official match ball of the FIFA World Cup a ...

Tags: Marketing and Sponsorship, Adidas, FIFA

NBA Replacing Bacardi With Diageo

The NBA yesterday formally announced a multiyear sponsorship deal with Diageo, which gains category exclusivity as the league's official spirits brand. Diageo's Ciroc and Crown Royal brands will be integrated into NBA and D-League marketing initiatives, and the Baileys brand will be used in conjunct ...

Tags: Marketing and Sponsorship, NBA

Firestone To Sponsor St. Pete IndyCar Race

Promoters of the IndyCar race in St. Petersburg yesterday said that they had "a new backer" in Firestone, with the race to be renamed the Firestone Grand Prix of St. Petersburg, according to Drew Harwell of the TAMPA BAY TIMES. The move comes one month after longtime sponsor Honda " suddenly dropped ...

Tags: Marketing and Sponsorship, Firestone Inc., IndyCar

Taco Bell Keeps Michigan State Promotion

Taco Bell yesterday announced that it was "retaining the giveaway" in which it distributes free tacos to Michigan State basketball fans "with a ticket stub from games in which the Spartans scored at least 70 points," according to the AP. The giveaway will apply at "10 locations near the campus." MSU ...

Tags: Marketing and Sponsorship, Yum Brands

Padres' Camouflage Jerseys Launched Trend

The Padres in ‘00 “wore a camouflage jersey for one game, as a salute to San Diego's strong military culture” and as a result “deserve credit -- or, if you prefer, blame -- for an innovation that has reshaped the look of modern sports,” according to Paul Lukas of ESPN.c ...

Tags: Marketing and Sponsorship, NBA, San Diego Padres

Olympic Names & Faces

USA TODAY's Kelly Whiteside notes U.S. skier Lindsey Vonn is sponsored by Under Armour, Red Bull and Rolex, among others, and has "been cast as the American face" of the '14 Sochi Games. Vonn on Tuesday suffered a partial tear to the ACL in her right knee, and the "question now looms: Will she be he ...

Tags: Marketing and Sponsorship

Marketplace Roundup

In Hawaii, Duane Shimogawa reported that Sony has "renewed its title sponsorship" of the PGA Tour Sony Open in Hawaii for another four years through '18, which "happens to be the 20th anniversary of its sponsorship." Sony is "among the five longest-running tournament sponsors on the PGA Tour" ( BIZ ...

Tags: Marketing and Sponsorship

Foot Locker Unveils "Week Of Greatness" Ad

Foot Locker yesterday unveiled its newest national advertising spot to promote its "Approved" sneakers and gear this holiday season. The commercial celebrates Foot Locker's annual "Week of Greatness" event. The spot opens with Cavaliers G Kyrie Irving, then shows a number of iconic athletes and ...

Tags: Marketing and Sponsorship, Foot Locker

Sporting K.C.'s Argyle Jerseys In Demand

MLS Sporting K.C. released its argyle-patterned third jersey this April, and the hybrid kit that straddles the line between sportswear and fashionwear was such a hot seller, the club sold its projection for the year within two games. Sporting declined to reveal the precise number sold, but team VP/S ...

Tags: Sporting Kansas City, Marketing and Sponsorship, MLS

Alternate Uniforms Are All The Rage

Sports teams' locker rooms in recent years "have become more like Hollywood wardrobes, crammed with multiple uniform options in a riot of colors and fabrics, most produced in the workshops" of Nike, Under Armour and adidas, according to Richard Sandomir of the N.Y. TIMES. Some teams see "branding op ...

Tags: Marketing and Sponsorship

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